Free advertising is good advertising. Right? Wrong! An Italian cheese consortium is suing a certain infamous erotic website for using the brand name of one of their products in a new promotion.

Parmigiano-Reggiano Cheese Consortium says that Pornhub’s usage of their product name is offensive to the producers of the cheese.

In the erotic website’s advertising video, a couple is seen browsing the cheese section at a supermarket when the husband picks up a pack of Parmigiano-Reggiano cheese, saying, “Why don’t we get this aged Parmigiano-Reggiano.”

His wife laughs and asks him when he became such a foodie to which he responds, “They say it’s the Pornhub Premium of cheeses.”

Now the cheese consortium is considering serious legal action against Pornhub, accusing it of the “vulgar” usage of their product in their new commercial.

The erotic website boasts that it receives around 78.9 billion video views each year and was promoting its brand new subscription service last week, using the offending advert. On a similar basis to Netflix, Pornhub is offering a service where customers in the U.S. can pay $9.99 a month to stream and watch their porn videos.

According to the Independent, the consortium’s lawyers are now investigating whether they do indeed have grounds to sue Pornhub for allegedly tarnishing the name of their famous cheese by using it to promote their premium HD streaming service.

The consortium released a statement Wednesday branding the Pornhub advert as “not only distasteful and unacceptable, but offensive for our producers and their work.”